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The first four characters of the serial number indicate the generation and type of Kindle device. For example, the Kindle Fire HDX 7" 2013 begins with D0FB, 00FB or other combinations, but the original Kindle Fire HD 7" begins with only D025 and D059.

In January 2014, Adrian Kingsley-Hughes of Tech Crunch called Amazon's Kindle Fire HDX a superior tablet to Apple's iPad, stating that the Kindle Fire is cheaper for the same amount of storage space and allows for direct transfer using USB. Glare is minimal on the Kindle Fire, and the colors and display are clearer. The Kindle Fire tablet also offers longer battery life and a greater Wi-Fi range than its Apple counterpart.

While the Kindle Fire is designed to compete with the iPad, Amazon offers cheaper e-readers for people who want a device solely for reading. The Kindle Basic, Kindle Paperwhite and Kindle Voyage are popular options released in 2013 and 2014. The Kindle Fire HDX retails on Amazon for up to $199 with a solid rating of 4.3 out of 5 stars out of over 28,000 reviews.